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The greenlight sector

REPORT FOCUS: Natural Search Paid Media Integrated Search

An exclusive snapshot of the online Search landscape

APR 2015

Report Overview Executive Summary This report profiles search behaviour for the online Flights sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Flights-related terms. In our analysis we established that:

In April, 3.4 million searches were made by consumers searching for Flights-related terms on Google UK.

Queries for short haul-related keywords accounted for 33% of all searches made for the sector.

The search term 'cheap flights' was queried 550,000 times, accounting for 16% of all searches made for the sector.

skyscanner.net was the most visible website in the Natural Search listings, achieving a 92% share of voice.

opodo.co.uk was the most visible advertiser in the Paid Media space, achieving a 56% share of voice.

skyscanner.net ranked at the top of our Integrated Search league table, as it achieved a dominant share of voice in the Natural Search and Paid Media listings.

Percentage breakdown of searches made for each subsector:

Flights Sector Report

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April 2015

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The most visible websites and advertisers on Google UK

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April Overview In April 2015, 3.4 million searches were made for Flights-related terms. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Flights market in the past 12 months. Number of searches by subsector At a glance In April, 3.4 million searches were made for flights-related keywords. Searches for short haul keywords were most popular, accounting for 33% of all searches made for the sector.

Retrospective 12 month view of the online flights market

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Natural Search Flights: Overall 3.4 million searches In April 2015, 3.4 million searches were made by consumers searching for Flights-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 4,539 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘cheap flights’ was queried 550,000 times, accounting for 16% of all searches made for Flights-related keywords. skyscanner.net was the most visible website, achieving a 92% share of voice through ranking for 2,833 keywords, including the search terms ‘cheap flights’ and ‘flights’.

The 20 most visible websites:

travelsupermarket.com attained a 70% share of voice through ranking for 2,075 keywords, including the search terms ‘cheap flights to new york’ and ‘cheap flights to florida’.


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April 2015

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Flights: Flights Generics 968,900 searches In April 2015, 968,900 searches were made by consumers searching for flights generic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 148 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘cheap flights’ was queried 550,000 times, accounting for 57% of all searches made for flights generic-related keywords. skyscanner.net was the most visible website, achieving a 97% share of voice through ranking for 100 keywords, including the search terms ‘cheap flights’ and ‘flights’. The 20 most visible websites: travelsupermarket.com attained an 83% share of voice through ranking for 86 keywords, including the search terms ‘compare the market flights’ and ‘bargain flights’.


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Natural Search Flights: Long Haul 875,820 searches In April 2015, 875,820 searches were made by consumers searching for long haul-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,556 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘flights to new york’ was queried 49,500 times, accounting for 6% of all searches made for Long Haul-related keywords.

skyscanner.net was the most visible website, achieving a 95% share of voice through ranking for 939 keywords, including the search terms ‘flights to new york’ and ‘flights to australia’.


travelsupermarket.com attained a 76% share of voice through ranking for 752 keywords, including the search terms ‘cheap flights to new york’ and ‘cheap flights to florida’.


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April 2015

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Flights: Short Haul 1.1 million searches In April 2015, 1.1 million searches were made by consumers searching for short haul-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,717 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘flights to amsterdam’ was queried 40,500 times, accounting for 4% of all searches made for Short Haul-related keywords. skyscanner.net was the most visible website, achieving a 96% share of voice through ranking for 1,185 keywords, including the search terms ‘flights to amsterdam’ and ‘flights to barcelona’.


easyjet.com attained an 80% share of voice through ranking for 1,086 keywords, including the search terms ‘cheap flights to amsterdam’ and ‘amsterdam flights’.


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Natural Search Flights: Domestic 479,720 searches In April 2015, 479,720 searches were made by consumers searching for domestic-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,118 keywords analysed. Top 10 search terms: Overview: In April, the keyword ‘flights to dublin’ was queried 22,200 times, accounting for 5% of all searches made for Domestic-related keywords.

skyscanner.net was the most visible website, achieving a 64% share of voice through ranking for 609 keywords, including the search terms ‘flights to dublin’ and ‘flights to belfast’. The 20 most visible websites: cheapflights.co.uk attained a 45% share of voice through ranking for 554 keywords, including the search terms ‘cheap flights uk’ and ‘flights to scotland from gatwick’.


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April 2015

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Paid Media Flights: Overall 3.4 million searches In April 2015, 3.4 million searches were made for Flights-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 4,539 keywords analysed. The 30 most visible advertisers: At a glance: In April, opodo.co.uk was the most visible advertiser, achieving a 56% share of voice through bidding on 1,948 keywords, at an average ad position of 5. edreams.co.uk achieved a 54% share of voice through bidding on 2,003 keywords, at an average ad position of 5.


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Paid Media Flights: Flights Generics 968,900 searches In April 2015, 968,900 searches were made for flights generic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 148 keywords analysed. The 20 most visible advertisers: At a glance: In April, flightcentre.co.uk was the most visible advertiser, achieving an 89% share of voice through bidding on 89 keywords, at an average ad position of 4. cheapflights.co.uk achieved an 85% share of voice through bidding on 70 keywords, at an average ad position of 3. cheapflights.co.uk displayed the most visible individual ad creative, achieving a 76% share of voice.

The 5 most visible ad creatives:


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April 2015

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Flights: Long Haul 875,820 searches In April 2015, 875,820 searches were made for long haul-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,556 keywords analysed. The 20 most visible advertisers: At a glance: In April, cheapoair.com was the most visible advertiser, achieving a 60% share of voice through bidding on 540 keywords, at an average ad position of 3. cheapflights.co.uk achieved a 55% share of voice through bidding on 650 keywords, at an average ad position of 5. edreams.co.uk displayed the most visible individual ad creative, achieving a 7% share of voice.



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Paid Media Flights: Short Haul 1.1 million searches In April 2015, 1.1 million searches were made for short haul-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,717 keywords analysed. The 20 most visible advertisers: At a glance: In April, edreams.co.uk was the most visible advertiser, achieving a 66% share of voice through bidding on 915 keywords, at an average ad position of 4. opodo.co.uk achieved a 64% share of voice through bidding on 895 keywords, at an average ad position of 4. billigfluege.de displayed the most visible individual ad creative, achieving an 8% share of voice.



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April 2015

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Flights: Domestic 479,720 searches In April 2015, 479,720 searches were made for domestic-related keywords. The league tables below display the most visible advertisers and ad creatives on Google UK for the 1,118 keywords analysed. The 20 most visible advertisers: At a glance: In April, fly.com was the most visible advertiser, achieving a 45% share of voice through bidding on 514 keywords, at an average ad position of 5. britishairways.com achieved a 43% share of voice through bidding on 339 keywords, at an average ad position of 3. edreams.co.uk displayed the most visible individual ad creative, achieving a 7% share of voice.



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Integrated Search Which websites/advertisers were most visible overall on Google UK? The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.

Strong Natural Search visibility

Strong Integrated Search visibility

Poor Integrated Search visibility

Strong Paid Media visibility

cheapflights.co.uk achieved

6 websites achieved strong

3 websites achieved strong

strong Integrated Search

visibility in the Natural Search

visibility in the Paid Media

Visibility.

listings.

Space.


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April 2015

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The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. The 40 most visible websites overall: At a glance skyscanner.net featured at the top of our integrated search league table, as its combined share of voice was most dominant. cheapflights.co.uk ranked second in our league table, as it achieved a sizable share of visibility in both the Natural Search and Paid Media listings.


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About this report How this report was created

Disclaimer:

Greenlight’s Research & Insights team collected 4,539 Flights-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s OneHydra platform, which collected volumes for the associated keywords. OneHydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK.

The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Digital Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work.

All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Flights sector in April 2015.

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If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad.

Contact Phil Armorgie Business Development Director T: +44 (0) 20 3326 6224 Email: [email protected]

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